By Amy Looker
Vok Beverages has announced plans to relaunch three wine labels it acquired through its joint venture with Foster’s Group.
The Queen Adelaide, Maglieri of McLaren Vale and Andrew Garrett labels are all slated for a relaunch next month, which will include new packaging designs and a tailored marketing plan.
Vok took over the brands from Foster’s Group in December last year, along with the Half Mile Creek, Minchinbury, Matthew Lange, Rouge Homme, Great Western, Cartwheel, Fishers Circle, Galway Pipe, Boronia and Yarra Ridge brands.
The joint venture has seen Vok Beverages take responsibility for the marketing, sales and management of the brands, which are still produced under the Foster’s Group.
The joint venture was established as Foster’s Group took stock of its wine assets and began a divestment program. It is currently in the process of demerging its Carlton & United Breweries (CUB) business from its newly renamed wine division, Treasury Wine Estates.